content: audit modules 2-8, fix factual/arithmetic bugs and stale terms

content/curriculum/modules/2-keyword-research/2.1-match-types.mdx

@@ -8,52 +8,52 @@ estimatedMinutes: 12
 xpReward: 75
 ---
 
-# Match Types: Broad, Phrase, Exact — The Three Levers of Control
+# Match Types: Broad, Phrase, Exact (The Three Levers of Control)
 
-When you add a keyword to your Amazon campaign, you're not just telling Amazon "show my ad when someone searches this exact word." You're choosing **how closely** the shopper's search term needs to match your keyword before your ad appears. That choice — your **match type** — is one of the most powerful levers you have.
+When you add a keyword to your Amazon campaign, you're not just telling Amazon "show my ad when someone searches this exact word." You're choosing **how closely** the shopper's search term needs to match your keyword before your ad appears. That choice, your **match type**, is one of the most powerful levers you have.
 
-> 🎯 **Analogy**: Match types are like three different ways to invite people to your party:
+> **Analogy:** Match types are like three different ways to invite people to your party:
 > - **Broad match**: You post on social media. Anyone who's even remotely interested can show up.
-> - **Phrase match**: You send invites to people who said they like "stainless steel water bottles" — the exact phrase.
+> - **Phrase match**: You send invites to people who said they like "stainless steel water bottles," the exact phrase.
 > - **Exact match**: You personally call specific people and say "you. My house. 7PM. Be there."
 
-Let's dive into each one.
+Let's look at each one.
 
 ---
 
-## Broad Match — The Fire Hose
+## Broad Match (The Fire Hose)
 
-Broad match is Amazon's most permissive matching option. Your ad can show for any search term that Amazon's algorithm considers related to your keyword — even if the words are completely different.
+Broad match is Amazon's most permissive matching option. Your ad can show for any search term that Amazon's algorithm considers related to your keyword, even if the words are completely different.
 
 **What it does:** Amazon analyzes your keyword, understands the intent behind it, and matches it to related searches.
 
 **Example:** Your keyword is `water bottle`:
 
 | Match Type | Search Term That Triggers | Does It Match? |
 |------------|--------------------------|----------------|
-| Broad | "water bottle" | ✅ Yes — exact match |
-| Broad | "stainless steel water bottle" | ✅ Yes — more specific but related |
-| Broad | "large water bottle for gym" | ✅ Yes — intent matches |
-| Broad | "glass cup" | ✅ Could match — both are drinkware |
-| Broad | "phone case" | ❌ No — unrelated category |
+| Broad | "water bottle" | Yes (exact match) |
+| Broad | "stainless steel water bottle" | Yes (more specific but related) |
+| Broad | "large water bottle for gym" | Yes (intent matches) |
+| Broad | "glass cup" | Could match (both are drinkware) |
+| Broad | "phone case" | No (unrelated category) |
 
-> 🎯 **Analogy**: Broad match is like casting a wide fishing net. You'll catch a lot of fish — but you'll also catch boots, tires, and the occasional shopping cart.
+> **Analogy:** Broad match is like casting a wide fishing net. You'll catch a lot of fish, but you'll also catch boots, tires, and the occasional shopping cart.
 
 **When to use it:**
-- **Discovery phase** — Launching a new product and you don't know which search terms convert
-- **Auto-campaign alternative** — When you want Amazon's algorithm to find new keyword opportunities
-- **Low-competition niches** — Where irrelevant clicks are cheap
+- **Discovery phase.** Launching a new product and you don't know which search terms convert.
+- **Auto-campaign alternative.** When you want Amazon's algorithm to find new keyword opportunities.
+- **Low-competition niches.** Where irrelevant clicks are cheap.
 
 **When to avoid it:**
-- **Tight budgets** — Broad match burns through spend faster than a teenager with a credit card
-- **Mature campaigns** — Once you know your winning keywords, broad match wastes impressions
-- **High ACoS tolerance is low** — Broad match always has the highest wasted spend
+- **Tight budgets.** Broad match burns through spend faster than a teenager with a credit card.
+- **Mature campaigns.** Once you know your winning keywords, broad match wastes impressions.
+- **Low tolerance for high ACoS (advertising cost of sales).** Broad match always has the highest wasted spend.
 
-> 💡 **Tip**: Never run broad match alone. Always pair it with a **negative keyword list** to filter out junk traffic. Broad match without negatives is like leaving your front door open and wondering why bugs got in.
+> **Tip:** Never run broad match alone. Always pair it with a **negative keyword list** to filter out junk traffic. Broad match without negatives is like leaving your front door open and wondering why bugs got in.
 
 ---
 
-## Phrase Match — The Sweet Spot
+## Phrase Match (The Sweet Spot)
 
 Phrase match sits between broad and exact. Your ad shows when the shopper's search term contains your exact keyword phrase **in the same order**, with possible additional words before or after.
 
@@ -63,28 +63,28 @@ Phrase match sits between broad and exact. Your ad shows when the shopper's sear
 
 | Search Term | Matches? | Why |
 |-------------|----------|-----|
-| "water bottle" | ✅ | Exactly your phrase |
-| "stainless steel water bottle" | ✅ | Your phrase + words before |
-| "water bottle for gym" | ✅ | Your phrase + words after |
-| "large water bottle 32oz" | ✅ | Words before + after |
-| "bottle of water" | ❌ | Wrong word order |
-| "water bottles" | ❌ | Plural form — note: this can vary by Amazon's algorithm |
-| "bottle water" | ❌ | Wrong order |
+| "water bottle" | Yes | Exactly your phrase |
+| "stainless steel water bottle" | Yes | Your phrase + words before |
+| "water bottle for gym" | Yes | Your phrase + words after |
+| "large water bottle 32oz" | Yes | Words before + after |
+| "bottle of water" | No | Wrong word order |
+| "water bottles" | Possible match | Phrase match includes close variants like plurals, so this can match even though the wording isn't identical |
+| "bottle water" | No | Wrong order |
 
-> 🎯 **Analogy**: Phrase match is like requiring that the person says the magic words "water bottle" in the right order, but they can whisper before or after it. "Can I have a **water bottle** for the gym, please?" — yes. "Can I have a **bottle of water**?" — denied.
+> **Analogy:** Phrase match is like requiring that the person says the magic words "water bottle" in the right order, but they can whisper before or after it. "Can I have a **water bottle** for the gym, please?" Yes. "Can I have a **bottle of water**?" Denied.
 
 **When to use it:**
-- **Balanced approach** — You want more traffic than exact but more control than broad
-- **Modifier variations** — Find valuable long-tail variations of your core keywords
-- **Scale phase** — After discovering winning search terms via broad, tighten to phrase
+- **Balanced approach.** You want more traffic than exact but more control than broad.
+- **Modifier variations.** Find valuable long-tail variations of your core keywords.
+- **Scale phase.** After discovering winning search terms via broad, tighten to phrase.
 
-**One critical detail:** Amazon changed phrase match in 2022. It now includes **close variants** — plurals, misspellings, abbreviations. So "water bottle" phrase match might also match "water bottles" or "waterbottle." This is usually helpful but worth knowing.
+**One critical detail:** Amazon changed phrase match in 2022. It now includes **close variants** (plurals, misspellings, abbreviations). So "water bottle" phrase match might also match "water bottles" or "waterbottle." This is usually helpful but worth knowing.
 
-> 💡 **Tip**: Phrase match is often the most efficient match type for scaling campaigns. It captures the long-tail traffic that exact misses while filtering out the junk that broad lets through.
+> **Tip:** Phrase match is often the most efficient match type for scaling campaigns. It captures the long-tail traffic that exact misses while filtering out the junk that broad lets through.
 
 ---
 
-## Exact Match — The Sniper Rifle
+## Exact Match (The Sniper Rifle)
 
 Exact match is the most restrictive. Your ad shows only when the shopper's search term exactly matches your keyword (including close variants like plurals and misspellings).
 
@@ -94,41 +94,41 @@ Exact match is the most restrictive. Your ad shows only when the shopper's searc
 
 | Search Term | Matches? | Why |
 |-------------|----------|-----|
-| "water bottle" | ✅ | Exact match |
-| "water bottles" | ✅ | Close variant (plural) |
-| "waterbottle" | ✅ | Close variant (no space) |
-| "water bottel" | ✅ | Close variant (misspelling) |
-| "stainless steel water bottle" | ❌ | Too many extra words |
-| "water bottle 32oz" | ❌ | Extra word after |
+| "water bottle" | Yes | Exact match |
+| "water bottles" | Yes | Close variant (plural) |
+| "waterbottle" | Yes | Close variant (no space) |
+| "water bottel" | Yes | Close variant (misspelling) |
+| "stainless steel water bottle" | No | Too many extra words |
+| "water bottle 32oz" | No | Extra word after |
 
-> 🎯 **Analogy**: Exact match is a sniper rifle. Every shot is deliberate. You chose the target. You know each round costs money. You don't fire unless you're sure.
+> **Analogy:** Exact match is a sniper rifle. Every shot is deliberate. You chose the target. You know each round costs money. You don't fire unless you're sure.
 
 **When to use it:**
-- **Proven converters** — Keywords you KNOW drive sales at a good ACoS
-- **High-volume head terms** — Where broad match would waste thousands on irrelevant clicks
-- **Profit protection** — When you need to guarantee your ad only shows for specific searches
-- **Retargeting** — For your best-performing search terms that you want to capture every time
+- **Proven converters.** Keywords you KNOW drive sales at a good ACoS.
+- **High-volume head terms.** Where broad match would waste thousands on irrelevant clicks.
+- **Profit protection.** When you need to guarantee your ad only shows for specific searches.
+- **Proven-term targeting.** For your best-performing search terms that you want to capture every time.
 
 **When to avoid it:**
-- **Discovery** — You'll miss long-tail variations that could convert
-- **New campaigns** — You need data before you know which exact terms work
-- **Low volume** — Exact match limits your reach significantly
+- **Discovery.** You'll miss long-tail variations that could convert.
+- **New campaigns.** You need data before you know which exact terms work.
+- **Low volume.** Exact match limits your reach significantly.
 
-> 💡 **Tip**: Start with phrase or broad, let them run for 2-4 weeks, then mine the search term report for high-converting terms. Move those to exact match campaigns. This is called the **harvesting strategy**.
+> **Tip:** Start with phrase or broad, let them run for 2-4 weeks, then mine the search term report for high-converting terms. Move those to exact match campaigns. This is called the **harvesting strategy**.
 
 ---
 
 ## Match Type Comparison
 
 | Factor | Broad | Phrase | Exact |
 |--------|-------|--------|-------|
-| **Reach** | 🟢 High | 🟡 Medium | 🔴 Low |
-| **Control** | 🔴 Low | 🟡 Medium | 🟢 High |
+| **Reach** | High | Medium | Low |
+| **Control** | Low | Medium | High |
 | **Wasted Spend** | High | Medium | Low |
 | **Best For** | Discovery | Scaling | Profit |
-| **CPC (typical)** | Lowest | Medium | Highest |
+| **Typical CPC (cost per click)** | Lowest | Medium | Highest |
 | **Conversion Rate** | Lowest | Medium | Highest |
-| **Data Value** | 🔴 Requires work | 🟡 Useful | 🟢 Gold |
+| **Data Value** | Requires work | Useful | Gold |
 
 ---
 
@@ -151,14 +151,27 @@ CAMPAIGN: Exact Profit
 ```
 
 **The flow:**
-1. Broad catches everything — including junk → you add negatives to filter
-2. Phrase catches the valuable long-tail that broad discovered
-3. Exact captures your proven winners for maximum efficiency
+1. Broad catches everything, including junk, so you add negatives to filter it out.
+2. Phrase catches the valuable long-tail that broad discovered.
+3. Exact captures your proven winners for maximum efficiency.
 
-> 📌 **Key Takeaways:**
+> **Key Takeaways:**
 > - **Broad** = discovery engine. Expensive but essential for finding new keywords.
 > - **Phrase** = the balanced middle. Best for scaling what you've learned.
 > - **Exact** = profit zone. Highest conversion, lowest waste, highest CPC.
 > - Run all three in **separate campaigns** for proper budget control.
 > - The match type hierarchy works downward: broad → phrase → exact.
-> - **Never stop adding negatives** — every campaign, every week.
+> - **Never stop adding negatives.** Every campaign, every week.
+
+## Quick check
+
+1. Your keyword is broad-match "water bottle." Would "large water bottle for gym" trigger your ad?
+2. Your keyword is phrase-match "water bottle." Would "bottle of water" trigger your ad? Why or why not?
+3. Which match type has the lowest wasted spend but also the lowest reach?
+4. What's the "harvesting strategy"?
+
+**Answers:** (1) Yes, broad match reads it as related intent even though the wording differs. (2) No, phrase match requires your exact phrase in the same order, and "bottle of water" reverses the word order. (3) Exact match. (4) Let broad or phrase match run for 2-4 weeks, mine the search term report for high-converting terms, then move those proven terms into exact match campaigns.
+
+## What to read next
+
+Next up is 2.2, Keyword Research Workflow and Tools, where you'll learn how to find the keywords you'll assign these match types to in the first place.